Consumer spending sentiment is not static. It fluctuates by month, income group, and promotional cycle. This article analyzes data from the Kantar Consumer Barometer and explains why a fixed advertising creative may struggle to keep pace with these fluctuations, as well as how Focus Media Vietnam addresses this challenge.

How Consumer Spending Sentiment Fluctuates Over Time

According to the May 2026 Kantar Consumer Barometer, the percentage of Chinese consumers who felt confident that they could comfortably cover their monthly expenses fell from 87% in April to 83% in May — the lowest monthly level since July 2025.

At the same time, middle- and lower-income consumers increased their spending on fashion, technology, and personal care during the major mid-year promotional period, while higher-income consumers maintained more resilient spending patterns on a quarterly basis despite short-term fluctuations.

Why Fixed Content Struggles to Keep Pace With These Fluctuations

An advertising creative that is designed once and remains unchanged throughout the entire booking period cannot effectively reflect differences in consumer behavior across different customer groups and campaign stages — for example, before, during, and after a major promotional period.

Focus Media and Remote Content Updates via 5G

Focus Media Vietnam’s screen network is designed to receive remote content updates via 5G connectivity, based on campaign milestones agreed upon with the brand.

This enables brands to adjust their messaging for different stages of a campaign instead of relying on a single fixed creative throughout the entire campaign period.